---
title: "Measurement & Experimentation"
canonical: "https://bizfay.com/capabilities/measurement-and-experimentation"
type: "Service"
provider: "BizFay"
---

# Measurement & Experimentation

> Canonical HTML page: https://bizfay.com/capabilities/measurement-and-experimentation

_Used when the numbers cannot be trusted._

Measurement that makes decisions possible, and experiments designed to produce answers rather than activity.

## Capabilities

- **Analytics** — useful when decisions are being made without a shared, reliable source of truth.
- **Tracking** — useful when the data feeding every other decision can't yet be trusted.
- **Measurement planning** — useful when a campaign is about to launch without anyone agreeing what success looks like.
- **Performance analysis** — useful when results have come in and someone needs to read them honestly, not defensively.
- **Experiment design** — useful when the business needs a cheap, credible answer instead of another opinion.

## Questions this answers

- Do we agree on what a good outcome looks like?
- Is the data reliable enough to act on?
- What is the cheapest way to find out if we are wrong?

## Next step

[See If We're a Fit](https://bizfay.com/fit)